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City OKs Digital Billboard for Highway 95
By Rodd Cayton
July 19, 2017
 
BULLHEAD CITY - Out with the old, in with the new.
 
The Bullhead City Council on Tuesday approved an agreement with Lamar Advertising that will bring a new digital billboard to the west side of Highway 95, between Riverview Drive and North Oatman Road.
 
As part of the terms, the company will remove an older, standard billboard from a space near Riviera Boulevard and Plaza Drive. With each new billboard placed within the city, an older one will be taken down, City Manager Toby Cotter told council members.
 
The agreement for the first sign states that the city will receive at least $10,000 a year in rent. Cotter said the amount paid to the city, which will be based on advertising revenue, is expected to be higher.
 
In addition, he said, the city will get one 8-second message per minute on one side of the billboard, and access with which to put out the word about local emergencies.
 
Cotter said the first sign will be aesthetically pleasing with a brick facade.
 
The agreement is for 15 years, with a possible 10-year renewal built in.
 
The parties had been working on an agreement for some time, Cotter said, but were hampered by state regulations prohibiting electronic billboards on state highways in most areas of Arizona.
 
Gov. Doug Ducey this year signed into law a bill adding part of Mohave County to the places in which the billboards are permitted.
 
Mayor Tom Brady asked that Lamar be required to provide financial information to keep the city abreast of how its payment is calculated.
 
Lamar representative J.J. Tilley said the city will receive a monthly update, per standard company policy.
 
Also approved was a lease-purchase agreement with Mesa-based Empire Machinery for a new Caterpillar 950M loader, to be used by the public works department.
 
The total amount financed is $265,280, for a five-year term. At the end of the lease, public works director Pawan Agrawal said, the city will have the option to buy the equipment outright for about $99,000, sign a new lease or not continue.
 
The loader will be used at the wastewater treatment plant, to move sludge into dump trucks.
 
The council also voted to renew the agreement for the police department's participation in the Gang Immigration Intelligence Team Enforcement Mission State Gang Task Force, the final plat of the Ridge at Fox Creek, and related documents.
 
During his report, Cotter said that the city's partnership with Contemporary Services Corp. for safety on the Colorado River is going well. He said that local public safety agencies have plans in place to deal with issues arising from "proposed river floats," the second Saturday in August or at any other time - an allusion to reported plans to stage a mass float on the day on which the Bullhead City River Regatta formerly took place.
 
The city council voted last fall not to bring the regatta back for 2017.

5 Tactics to Keep in Mind with Digital Signage
Digital Signage Today
By Bradley Cooper

July 18, 2017
 
The phrase, "the customer is king," has evolved into a more holistic phrase, "the customer experience is everything." Companies are focusing on delivering cross-channel experiences that truly draw in distracted customers. However, in order to improve customer experience, a tool needs to first grab a customer's attention. Is digital signage the right tool for the job or is it just more clutter?

Short attention span

A report by Microsoft reveals the average human loses focus after eight seconds. Goldfish, with an attention span of nine seconds, now have us beat. This is a four-second drop from 2000 when humans had an average attention span of 12 seconds, according to a Time report. Technology is a driving factor behind this drop.

"Heavy multi-screeners find it difficult to filter out irrelevant stimuli - they're more easily distracted by multiple streams of media," the report stated.

Microsoft also found 77 percent of people ages 18-24 reach for their phones when nothing else is currently holding their attention.

That being said, it's obvious that digital signage really has to stand out to grab a user's attention and it needs to have good attract screens.

In a recent webinar entitled, " The Do's and Don'ts of Content Design," Suzana Spratley, CEO and founder of Techtap, recommended breaking down a display's video loop into several digestible segments.

In other words, if you have a 30-second video running on your displays, break it into five-second increments so customers on the move will get the message.

4K and brightness are useful depending on the circumstances

One way to potentially draw in customers is to make your display stand out with 4K resolution or by giving it a particularly high brightness. It is key, however, to consider your strategy before making the jump to 4K.

If your display is positioned far away from consumers, they likely won't notice the difference between 4K and plain old HD. 4K is designed to be viewed up close. In addition, it's important not to rely on 4K as a crutch for subpar content. As 4K becomes more commonplace, customers will likely stop being impressed by it.

Consider the circumstances

In certain environments, digital signage is almost always going to be a plus. Customers will obviously be looking at menu boards in a restaurant to decide what they want to buy. Restaurants can improve the experience by automatically updating the menus depending on the time of day or an item's popularity. Also, in a doctor's office, you have a unique opportunity to present key information to bored or anxious patients.

In retail environments, you will obviously need to present a better value proposition. One high-tech way would be to use customer demographics to deliver targeted messages. An interactive display for example, could advertise sporting goods for men who walk by.

Deliver dynamic content

Delivering fresh content is key to continually drawing customer attention. Many gas stations now have integrated digital signage into their point-of-sale displays. The displays showcase entertainment and information on key services at the gas station. Obviously, the end user will need to update content frequently, otherwise customers will become bored with hearing the same music video multiple times in a row.

Also, consider integrating mobile content elements into your digital signage. You could, for example, offer QR codes on your displays that customers can use to get special discounts. Or you could encourage users to download a loyalty app to get additional deals.

It all comes down to planning

All of these factors need to have a basis in your overall strategy. Who are you trying to reach? What type of content will reach them? How important it interactivity? How will you attract them? What's the benefit for your customers?

All of these are basic questions, but it's easy to forget them when you are caught up by the overwhelming number of digital signage tools out there. 

By Staff Writer
July 17, 2017

The 3 public US out of home companies are more risky that than that US stock market based on their betas.

The US Stock market beta:           1.00
Lamar beta:                                 1.13
Outfront beta:                              1.14
Clear Channel Outdoor beta          1.52
Source: google finance

Investment analysts use beta to compute the volatility or risk of an stock.  Beta measures how much a single stock varies compared to a change in the stock market.  The stock market has a beta of 1.  A stock with a beta of 1.25 is more volatile than the market.  A 1% change in the market means a stock with a beta of 1.25 will change by 1.25%.  A stock with a beta of 0.75 is less volatile than the market.   A 1% change in the stock market means a 0.75 beta stock will change by 0.75%.

US Out of home stocks are more risky than the stock market due to the cyclical nature of advertising revenue.  Table 1 compares the revenue performance of Lamar, Clear Channel Outdoor and the US out of home industry during the 2007-2009 recession with the performance of two low beta utility stocks (PPL and ConEdison).  Out of home revenues declined two or three times as much as the low beta utility stock revenues.  Out of home revenue dropped 18% in 2009 while US GDP was flat.

 
 
Although Clear Channel Outdoor is in the same industry as Outfront or Lamar, Clear Channel Outdoor stock has a much higher beta because Clear Channel's leverage is much higher than Lamar or Outfront.  Higher leverage means that a stock will be much more risky because debt has a claim on the cashflow of a company which must be paid first before equity.

 
40th Anniversary of a Billboard-Free Maine
By Staff Writer
July 14, 2017
 
(NEWS CENTER) - Forty years ago Thursday, Maine Gov. James B. Longley signed into law an act that eventually removed about 8,500 roadside advertising billboards across the state.
 
Maine was the second state in America after Vermont in 1968 to ban off-premises billboards, according to the Portland Press Herald.
 
Maine's 69th governor, who proposed the ban, was quoted by The Associated Press after adding his signature to the legislation as telling reporters the move proved that "the people own Maine."
 
The billboard ban law officially took effect on Jan. 1, 1978. It then took six to seven years before all were eliminated, and the last state-acquired billboard in Maine - located along Route 1 advertising the Shawmut Motor Inn in York County - was cut down by chainsaw circa 1984.
 
In 2013, nine separate bills introduced in the Maine Legislature sought to adjust state sign regulations, but all were ultimately rejected.
 
Maine law, per the Press Herald, states signs within 1,000 feet of a business are legal, but are subject to requirements, including a 25-foot height limit.
 
For a more comprehensive account of the history behind Maine's billboard ban, visit www.nrcm.org.